Hotpoint ActiveCare washing machine (NM11 1044 WC A UK N) - lifestyle 2

Hotpoint ActiveCare Campaign Encourages Consumers to Cherish The Feeling of Home as Lockdown Eases

As lockdown measures are slowly being lifted across the UK, new data released by Hotpoint has found that more than two thirds (67 per cent*) of employed adults, who’ve worked from home during the pandemic, feel anxious at just the thought of being away from their home comforts once society resumes. More than a third (36 per cent*) said that the thought of not being able to do a clothes wash or keep on top of chores during the day are just some of the things that have left many dreading not being at home full-time.

With the return of social interaction, experts are predicting a rise in ‘Home Separation Anxiety’ – a sense of loss when people are away from their home. Behavioural Psychologist Jo Hemmings comments: “Home Separation Anxiety is related to the nervousness around being away from home comforts. In other words, we’re seeing a rise of FOGO – a fear of going out – now that we’re edging closer to normality.”

When it comes to returning to the office, a third of UK workers (34 per cent*) have stated that they’ll simply miss the feeling that home brings them. To fill the void, the research by Hotpoint found that one in five intend to take cherished items from home with them to their workplace, with the top five items being: homeware such as blankets, cushions and rugs (78 per cent), comfy clothing (57 per cent), favourite mug (38 per cent), houseplant (35 per cent) and a child’s toy/teddy bear (25 per cent)*.

Hotpoint is on hand to take care of the things that matter most and is running its ActiveCare campaign throughout May to help consumers adapt to life as it slowly returns to ‘normal’. The Hotpoint ActiveCare range of washing machines wash at just 20 degrees whilst removing over 100 common stains, so consumers can take care of their home comforts and treasure that #FeelingofHome.

For consumers that are particularly concerned about hygiene, the ActiveCare range also includes a Steam Hygiene option on various cycles, which injects a burst of steam at the end of the wash cycle, removing up to 99.9 per cent** of bacteria without the use of chemical additives. This is perfect for those planning to spend more time away from home as restrictions continue to ease.

Kimberley Garner, Hotpoint Brand Manager, says: “Throughout the pandemic, Brits have built a real attachment to their homes and their belongings. Over a third have bought more new appliances/homewares than they would normally during the last 12 months*, due to wanting to take care of the things that matter in their homes. As restrictions are eased, the Hotpoint ActiveCare campaign is there for retailers to utilise to support their customers who are feeling nervous about returning to work and generally being away from home more.”

The ActiveCare campaign will see Hotpoint work with a number of influencers, who will share their #FeelingofHome to help support consumers returning to work. Retailers also have access to digital assets to help explain the benefits of the Hotpoint ActiveCare range of washing machines to their customers.

For more information on the Hotpoint ActiveCare range of washing machines, please contact your account manager or visit the website at:

Top 20 things home workers will miss upon their return to the workplace*:

  1. Not having to commute
  2. Getting up later
  3. Being at home for package deliveries
  4. Being able to work in comfy clothes (e.g. jogging bottoms, slippers)
  5. Being able to be flexible with meal prep / when I want to eat
  6. Being able to do housework during the day (e.g. laundry)
  7. A quieter environment to get more done
  8. That feeling of home
  9. Not having to share a loo with colleagues
  10. Being able to listen to my favourite music while working
  11. Being able to work under little or no supervision
  12. Being around my pets as much
  13. Not having to wear make-up
  14. Being able to go online and look at non-work things
  15. Being able to work in my pyjamas
  16. Being able to cosy up with a blanket between meetings
  17. Being around my kids as much
  18. Clean hand towels
  19. Being able to have naps during the day
  20. Being able to work from my bed


Image caption:

  1. The Hotpoint ActiveCare 10 kg washing machine (NM11 1044 WC A UK N) takes care of clothes and removes more than 100 stains at just 20C***

Notes for editors:

* Research was conducted by OnePoll surveying 1,000 UK adults.

** Tested by Allergy UK

*** Obtained on Anti Stain program (tested on Cotton) and ActiveCare option activated. Example of stains tested: pizza, coffee, pen ink, milk with cacao, bronzer, mud.

About Hotpoint:
Hotpoint is part of Whirlpool UK Appliances Limited. A Hotpoint appliance is sold every 19 seconds in the UK and on average 2 of every 3 UK homes have a Hotpoint appliance installed. Voted the UK’s most trusted kitchen appliance brand by Readers’ Digest for 11 consecutive years, the brand is recognised as a ‘Consumer Superbrand’. Hotpoint, founded in 1911, has a history of trusted innovation recognised for over 100 years. Delivering outstanding results for generations of UK consumers through technology and style are the cornerstones of Hotpoint’s philosophy. Whirlpool UK Appliances Limited is the only white goods manufacturer to operate its own independent service and logistics operations.

About Whirlpool UK Appliances Limited:
Whirlpool UK Appliances Limited is managed by Whirlpool EMEA, part of Whirlpool Corporation, the world’s leading kitchen and laundry appliance company.

Whirlpool UK Appliances Limited fully supports the AMDEA safety initiative, Register My Appliance, and is committed to encouraging householders to register their appliances:

About Whirlpool Corporation:

Whirlpool Corporation (NYSE: WHR) is the world’s leading kitchen and laundry appliance company, with approximately $19 billion in annual sales, 78,000 employees and 57 manufacturing and technology research centers in 2020. The company markets Whirlpool, KitchenAid, Maytag, Consul, Brastemp, Amana, Bauknecht, JennAir, Indesit and other major brand names in nearly every country throughout the world. Additional information about the company can be found at or find us on Twitter at @WhirlpoolCorp.

For further press information and images please contact:
Tessa at jmm PR

Tel: 01536 414555




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